Make Up Artist Marketing: Knowing Your Target Audience


You know how in real estate it’s all about location, location, location? Well, if you’re looking to become a pro-MUA, it’s all about knowing who your clients are. What does this mean? For starters, it’s not about knowing all of your clients’ life stories, if that’s what you’re thinking. No, it’s about identifying potential clients based on your personal experience and professional skill set. We all have our strong points and weaknesses when it comes to our personal lives, right? Well, the same goes for your professional one. You may be amazing at doing natural makeup and bridal looks, but still struggle with gold leaf application. It’s important that you focus on providing and promoting services that match your skill set.  Now, why is this important, you may ask? For the simple reason that once you figure out who may be interested in paying for your services based on your strong suits, it will be a lot easier to tailor your marketing scheme to their specific needs, and gain a lot more clients that way. This group of potential clients is what us in marketing call: target group.

Let’s clarify this with a real-life example:

Petra Jameson is an amazing bridal MUA. Having taken both our 4 Week Intensive Makeup Artistry and 3 Week Hairstyling courses, Petra is a double MUA graduate. As such, she’s great with natural makeup looks, a wizard at airbrush, and a total expert with both strip and individual lashes. On top of that, she’s up-to-date with all the latest braids and bridal up do’s to turn her client into a blushing bride on her special day. 

So who should Petra’s "target audience" be? Clearly, she’s specialized in beauty enhancement techniques. This includes brides, proms, VIP events and other special occasions (for example, personal photoshoots). So her marketing strategy should be tailored specifically to these type of services. So how does one do that? Here are some marketing examples:

Appealing to your key demographic

We’ll say it time and time again, luck is preparation meets opportunity, so make sure the materials you present to potential clients are both professional and relevant to the services provided. And we mean everything! A Website, blog, social media, business cards, portfolio - you name it, it should all be tailored to what your clients are looking for! In marketing terms, your materials should appeal to your target demographic. Take Petra’s case for example, since she’s focusing on beauty enhancement services, a soft color palette and clean aesthetic on her website, portfolio and social media will be much more appealing to her target group then an edgy over-the-top website with high fashion looks (which, in turn, would be a great aesthetic for someone who, let’s say, specializes in runway and editorial makeup.)

Advertise your services in all the right places

A great place to start sharing your services is on beauty oriented service apps. These include JOP and Priv (to name a few), through which you’ll be able to connect with a wide range of clients on the lookout for different types of freelance services. Other websites, including, are also a great place to advertise bridal services especially, with thousands of prospective brides visiting the site every day to prepare for the big day! Already have some experience under your belt and have a great bridal/beauty portfolio? There are many agencies throughout the city you could apply for as well. Not that experienced yet? Not to worry, you can always apply for assisting jobs! That way you’ll get valuable hands-on experience, build your portfolio, and get agencies to notice your skill set! Also, never forget that the MUA business is a word of mouth one, so don’t be afraid to ask your satisfied clients to leave you a nice review on social media or your websites, or to refer you to any friends or family members!

MAKING IT AS A MAKEUP ARTIST - How To Get Your Foot In The Door

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Let’s face it, starting a new career can be a daunting task anywhere, and New York City is no different. But just remember, with the right tools and attitude, it doesn’t have to be! All you need is a way to get your foot in the door, and that’s why our beauty insiders gathered up 5 ways to help get you started:

Luck is preparation meets opportunity.  That’s why when an opportunity arises, the material you present should convince your potential clients of your skills, experience, and overall professionalism. That's why your materials should be presented in an upmost professional fashion.


In the beauty business, your online portfolio will become your number one marketing tool. A visual resume, if you will. This is why it should include only your best work (high resolution, and professionally taken pictures only, please!), and make sure to only incorporate 10-20 looks that both reflect your individual skill set, and that speak to your target audience. For example, there’s little use in showing off your special effects talents if you’re trying to appeal to the bridal market.


Much like your portfolio, your professional website should also be done in a clean and clear manner, as clients will judge it as an extension of your overall taste and professionalism. No budget for an expensive website? Not to worry! With online platforms like and making a user-friendly and visually appealing website is both easy and affordable.

Social Media

Social media is another great way to showcase your work and engage potential clients. Given that Make-Up Artistry is a visual field, Instagram and Facebook are a definite must! Alternate portfolio pics with more real-life, personal ones to give your feed a professional yet personal feel. Having trouble keeping your feed visually appealing? Sticking to a specific color palette will help you keep your feed both fresh and appealing. 

Getting Your Name Out There

Makeup Artistry is a word of mouth industry, and therefore, establishing connections with potential clients is key. Even if they don’t need an MUA right away, chances are that if you establish a connection with them beforehand, they’ll think of you first the next time they need to get their makeup done for an important event, photo shoot or professional project. Start with people you know, tell them about your business, and hand them your business card. And don’t be scared to ask them to spread the word! Ask previous clients to refer you to friends and family members if they’re happy with your services. Every little piece helps! Also, don’t be afraid to attend networking events throughout the city. As a Nina Mua student, we’ll make sure to keep you updated on all events that could benefit your career!

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Start At The Beginning

Working for film, runway or getting signed up by an agency requires experience and a great portfolio. That takes time. But that doesn’t mean that you can’t already get your foot in the door when you're still starting out! A great way to put your name on the MUA map is by taking an assisting job. Not only will it help you refine your skills through hands-on experience, but it’s a great way to showcase your talents, and gain a one-of-a-kind glimpse into the world of makeup artistry. 

Another great way to find potential clients is through different pro MUA services apps.  Both PRIV and JOP are dynamic platforms that make it easy to offer freelance beauty services to their wide network of clients.

Getting ready to look Springtastic!


The time is finally here to pull out your florals and your pastel colored raincoats! Are you as excited as I am? The flowers are starting to show and I thought I should share something with you to make your smile bloom with it. Spring is one of my favorite seasons in New York City. The Cherry Blossoms are all over Central Park and Park Avenue has planted their Tulips in anticipation for the season. As you can tell, I am taking five minute breaks to skip around the room because of how excited I am. 

A video posted by Nina Mua (@ninamua) on


I just spent the last hour of my time unpacking all my floral prints to put on for the season. I love color, although my job does not always permit me to wear it, I do get to sport my love for it through makeup! The bright lipsticks, the pastel new eyeshadows and now with the new hair color craze I guess that is one way to show your love for color as well! Through this post I wanted to explore the endless possibilities Spring brings us when it comes to fashion and beauty! 

As I mentioned before, I love floral prints, the dresses, the skirts. This is the season to finally start giving up our black, grey and white color wardrobe in exchange for the pastels. I know most people discourage loud makeup if you are in bold attire. But hey, where is the fun in that? Spring is perfect season to choose the wardrobe you like to represent your personal style. For example, you maybe the gal who typically prefers to be dressed in jeans and a t-shirt. Yes, it is comfortable and easy, but that does not mean the t-shirt cannot be replaced with a floral t-shirt. I also love that this is the time you could explore different styles. You may not be someone who loves wearing a skirt. This does not mean you have to step away from the florals, because taking a page out of Gucci, they launched some gorgeous bright bold colored pantsuits with some amazing prints. Yes, we cannot all afford Gucci, but there are quite a few stores such as, Asos which carry some similar styled outfits which include jumpsuits. 


Of course with these colorful outfits you can always make it pop even more by taking a few risks with your makeup. Such as, the Marc Jacobs Beauty, Highliner Gel Eye Crayon Eyeliner. The gorgeous bold color scheme liner will help you outline your eyes to match your colorful outfits as well as highlight one of your key features, your pretty eyes. Also I love Kat Von D’s everlasting liquid lipsticks, which has some great colors for all skin tones such as backstage bambi, susperia and a go-go. They are bright, bold and gorgeous! Let’s not forget to mention some of the hottest hair trends for the Spring which we are seeing on every celebrity. Lighter colors as well as the LOB. Think this is something which would catch on? There are plenty of moments I feel like I should just chop my long locks off. But you know how much I love styling it in multiple different ways. 

A video posted by Nina Mua (@ninamua) on

As you can see there are so many trends popping up just for the season. Follow me on instagram, @ninamua for more up to date trends and stay tuned for a few of my spring tutorials in the coming days! 

PS — I would love to hear back from you about what you are trying out this Spring use the #springwithninamua to get my comments and feedback! 

Portfolio Building for Makeup Artists


When I was just starting out one of the biggest challenges I went through was showcasing my work. Yes, I took pictures from my phone and managed. But photo editing wasn’t as accessible to all as it is now. So this meant working tirelessly to find photographers and models to collaborate with to build a portfolio to represent my work as a makeup artist. One thing as makeup artists we all need is a portfolio. Yes, clients look at experience, credentials and many other things, but before any of that what they look at is the portfolio. The models, the photoshoots and then they move on to your credentials.

So how do we artists starting out find a way to do this? We could always turn to websites such as Model Mayhem to find models and photographers looking to work for credit, this is of course a great way to get your work showcased. There are ample amounts you could find out there. But if you are looking for more hands on guidance and training when it comes to photoshoots, you always have different programs out there! Yes! We Nina Mua Makeup School has launched its very own Portfolio Building Makeup Program! I am very excited to share this with you. I have waited for a while to put this program together, because I know the importance and the guidance required having the best possible portfolio when embarking on this career path.

Our Portfolio Building Program includes,


  • 20 in class training hours
  • Opportunity to work closely with our photographers
  • Receive one on one attention from our experienced professional instructors
  • 4 Photoshoots
  • 5 retouched photos from EACH shoot (Total of 20 Pictures)
  • Products and Supplies needed for successful completion.

Our photoshoots are focused on topics which are vital to publicize to attract a wide variety of clientele.

The photoshoots focus on,

  • Natural Beauty
  • Glamour Makeup
  • Bridal Makeup
  • Creative Makeup

Each of these topics were handpicked by me for very specific reasons. Natural Beauty for example, we all know the clean Chanel look we see all over in the high fashion magazines, runways as well as the everyday look in most celebrities such as Kendall Jenner. This is very important for a makeup artist to perfect because if you could showcase this you are bound to have attract very high end clientele and also work in different high fashion runway shows. Glamour Makeup, the classic red lip never goes out of style, this is a given. Should I even go over with you why Bridal Makeup is of importance? But you see why I have chosen this topics for you.

Our program will give you the opportunity to work with our highly experienced instructors who will guide you on how exactly you should build your portfolio. You will not only receive the one on one attention but also, training on how to work at photoshoots using face charts, mood boards and much more.

I am extremely excited to show this program with you because it was always my goal to share with you everything I have learned throughout the past years. I know this portfolio building program is going to put the cherry on top to all that you’ve learned as a makeup artist whilst capturing your potential client attention through your best work.



I stared at my reflection for 15 minutes without even realizing it. It was a regular day at our studio here and I was getting ready to welcome a bonus class group. But do you have those days where you have an epiphany which only makes you realize something you've known all along? I was having one of those moments. I genuinely love makeup. Not because I believe we need it, but because it is something which we could use to empower ourselves any way we want to. Ancient women did it, using different trees and fruits to stain their lips and faces to get color. But where did we learn it all? I know in today’s age we have all this technology, we could access anything, anywhere. I mean look at you, you are reading my thoughts right now on a screen. We millennials have been spoiled with convenience. But truly, where did the craze begin?


Remember when we used to watch our moms put on those bright red lipsticks and we would just wait standing next to her hoping she would let us play with all those bright colors? I know I was anxious to get my hands on it. And then we would even pair it up with some heels which were too big for our tiny feet and a bag or clutch which is too big for us to even hold. Haven't we all had those moments? I know I did, and I know my mom did with her own mom. The craze did not start when Kim Kardashian decided to contour her face or the Dita Von Teese put out her new makeup line. It started with our moms, and their moms, it dated back to generations and generations of women who put different things on their face to make themselves feel more attractive or follow a tradition. 


Today, I am not only a makeup artist but a teacher as well. I have the privilege to teach anyone how to empower themselves or others and I am constantly humbled by the opportunity. I get to take those moments I shared with my mother and turn it in to a career. When everyone asked me why teach, all I could think about was the moment I first put on lipstick as a little girl, and feeling really very beautiful. I have learned from some of the best in the business and now I am here to pass that knowledge on to many more. Beauty does come from within. I believe in that. But the ability to give confidence to that beauty and grow it is something a makeup artist can do. This was the prime goal I had in mind when I created our 5 Week Extensive Program. Because I wanted to share something more comprehensive with everyone out there. We are in the digital age where the demand for makeup artists are higher than ever. We have photographers and videographers who are in a constant need for makeup artists. There is a new line of products and tricks every day which we are expected to know. The 5 Week Program provides you with all the training you require and much more, 

The 5 Week Program includes, 

— Level 1 & 2 Beauty and Fashion

— 5 Hours a day in class hands on training 

— One on one attention from our experienced instructors 

— A class dedicated to marketing focusing on, 

  • Building a website
  • Social Media
  • How to build a website 
  • Freelancing

— Two Photoshoots which will provide you with, 

  • Retouched Pictures
  • Backstage Reel 
  • Credit
  • First hand experience working on set with photographer 

— An amazing makeup kit jam packed with Make Up For Ever Products which we all professional makeup artists love and is considered one of the top brands in the industry. 


As you can see, the program was created to not just teach but to give you the experience upon graduation. I created this program with the sole purpose of making sure that we here do our best to give you everything needed to succeed. 

My first teacher was my mom. I know we all had that one figure who influenced our life in some way which brought us here to this precise moment we are living in now. I understand the responsibility I take when my team and I take on students who come to me and say they want to be makeup artists and I believe our programs reflect just that. I cannot wait to meet all of our potential students out there and to all those who are considering signing up for our 5 week program, it really is one of our best yet. 



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We all love makeup! As much as we all want to believe that we can live without it, today society has only proven time and time again that it is a fad which is going to be around for a long time. I wish I had someone tell me where to start when I wanted pursue makeup artistry. But lucky for all of us, you have so many resources out there to educate you on where to jump start your career in the field. 

PRACTICE!!!!!! The mantra in my school is, “PRACTICE MAKES PERFECT!” And it really does! Because what people fail to tell you is that you are not going to be able to get that perfect cat eye overnight. You could attend the best institution with the best instructors, supplied with the best makeup. But at the end of the day it is up to you to pave your path towards by repeating everything you’ve learned multiple times. When I say multiple times, I mean, practice on anyone and anything you can find. You need to train your hands to create the vision you have in your mind. You do this, the creative talent you are born with will soon not just be a talent, but a career as well. 

Makeup Artists are their very own entrepreneurs. So it is up to you where you start. It also depends on how well you have managed to represent your skill set through your portfolio. When I say this, know that it is your portfolio which most people will see before they hire you. As makeup artists you must have the capability to build your portfolio by simply hiring your own models. This is not always an expensive task. Majority of the models will work for credit. So will photographers. is a great resource for this. 

As much as I want to say we makeup artists are just simply born with the talent. A lot of it is nurtured through a proper education. It is very important that we start from the basics and learn the difference between skin tones and undertones. Once you combine your education, your talent and the skills you managed to perfect through constant practice, you will be unstoppable. 

Identifying and determining your level of understanding in makeup artistry is vital to your growth. It is important that you know that education like in all fields is important when it comes to makeup as well. If you are only watching YouTube tutorials, or not constantly practicing or even only doing the makeup on yourself. Know that you are far from being a makeup artist. But what I do advice is that all this is a clear indication that you love one thing, and that is makeup. Through education and dedication you can grow to be a truly amazing makeup artist. Know that, it is up to you to run as far as possible with the tools provided to you! 

3,2,1 Are We Ready Yet?


Have we all picked out the ideal ensemble for thanksgiving dinner yet? I am still debating between a few options, but then again it could get really confusing when you feel there are a few perfect fits. Plus as a nature lover, it gets me even more frazzled when I keep seeing gorgeous colors in the midst of my daily routine strolls. I know my last post spoke about how we should let our surroundings inspire our style this season. I also mentioned about how I am fully aware about the overload of hair and makeup tutorials which we all have access to. But hey, who doesn't love a good tutorial? I decided to post something because, in the midst of baking a turkey, or setting the table, we don't really have time for major hair updo’s and advanced eye applications. So here is something for you to try out in the middle of all the chaos. It took me approximately 30 minutes to put together the whole look. Even if you are not an experienced makeup artist, or if you are simply looking to try something new, the most time it will take to accomplish this look will be a hour. 

I used quite a few of my favorite products for this tutorial. As we all know skin preparation is key to flawless, long lasting makeup. I used Cleansing Miscellar Water, to remove makeup, dirt, impurities and unclog my pores.Embryolisse Lait-Crème Concentré, to moisturize and hydrate. Shiseido Benefiance Wrinkle Resist 24, for the eye area. Next, for foundation I used, Dior Airflash Spray Foundation. Followed by concealer Yves Saint Laurent TOUCHE ÉCLAT - Radiant Touch. 

I know most artists recommend doing your eyeshadow before moving on to foundation to make it easier to clean the additional pigments which may stain your skin. But it is up to you to decide in which order you want to complete your look. For eye shadow, I chose Shany The Masterpiece Refill Layer 'All Day Affair' 28-color EyeshadowYou could see I chose a color palette which is perfect for the fall season with all their warm shades. Another reason I chose this palette is because it has various color options for different skin tones. I finished off my eyebrows with STUDIOMAKEUP Brow Perfection Pencil Blond

Final few touches, Josie Maran Argan Enlightenment Illuminizer  and BECCA Shimmering Skin Perfector Pressed to get the perfect glow. One of my favorite cream based palettes which could be used as a blush and lipstick, theBalm cosmetics How ‘Bout Them Apples? for blush. 


Quite a few products. But do not let that throw you off. I guarantee you, if you take a moment to look at all these products and decide what is absolutely needed for your skin tone and your look, this will be easier. Makeup differs according to each one of us. So as much as there are various different looks out there and we artists put together different videos to help you get these looks, you need to understand that it is up to you to make the final decision of what is necessary. 

Moving on to Hair! This will take you five minutes. It does sound like I am making this up because I know whenever we drag out the hair irons, it takes at least another additional 30 minutes more to complete your look. But, one of my past tutorials will show you how easy it is to get the perfect curls without using any heat at all. You could curl your hair while basting a turkey! I promise you, this is a simple process, check my last tutorial out here on Instagram. Again, as I mentioned before, it is up to you to decide what you want to go with, to add the braid or not. It varies according to all of us and how much time we have. But, if you decide to do it I hope my tutorial made it a little easier. 


As you can see, even though I chose a few colors for my eyeshadow, I still kept it closer nude shades as I chose a dress with a loud print. Plus, since thanksgiving is a holiday where we stay indoors a lot with our family, I didn't want to put together a look with heavy makeup which would be uncomfortable for most of us. 


Every thanksgiving we all go through this process of working hard to bring our families together for the perfect meal. We work on making sure everything is impeccable. Because we know even though our family loves us, they also end up being our biggest critics. But this holiday season remember regardless of what you do with your hair, how long you spend shopping to buy the perfect dress, you are beautiful, everything else you add on is a compliment to that.  

Don’t forget to tag me on Instagram @ninamua with your tutorial inspired looks and leave me a comment below with all your thoughts and suggestions. 

Mirror, Mirror On The Wall, Tell Me What To Wear For Here Comes Fall


The air is crisp, and the colors have changed. Here we are, yet again. It is officially the fall season! Fall not only comes with the cold air, but it also comes in tally with the holiday season we know and love so much. Families coming together for a big meal, various family and friends cooking skills being tested. Yikes! what a busy season it actually is. 

With all these holidays comes the stress of how exactly you should pull yourself together to impress your parents, your in-laws and not to mention all those aunts and uncles who are waiting to criticize your choices. With all that is going on, who has the time to worry about all these intricate details regarding your appearance?? I know we all don’t. There are a million different tutorials and articles out there right now from doing the perfect makeup to all the hairstyling tricks. But I was hoping to post something here today to encourage you to find your own inspiration before zeroing in on your final look for the big day. 

As cold as fall gets, it also blesses us with the most beautiful colors. So before we get frazzled with all the options the retail market offers us. I want to encourage you to take a look around you. For example, the color yellow, I think not only reminds me of the bright sun, but also reminds me of the perfect leather gucci dress Blake Lively wore for Milan Spring Fashion Week 2014. Of course, we are all not Blake Lively and unless we are invited to the Clintons for thanksgiving there is a good chance that won’t be one of our options. But we could still incorporate the yellow through maybe a long wool coat unless you want to go for a more bold look with a bright yellow skirt and top! Which will still look beautiful with all skin tones. Let’s talk about the deep maroon we all see at the corner deli flower shop or even the leaves which have started shedding all over us, it is the perfect color for a cowl neck long sleeve sweater dress for an intimate thanksgiving meal with our family. We are all blessed with different shapes and sizes, so I know how you feel when you say not all shades always look flattering. Don’t let that scare you away from the marvelous color palette fall brings us. But steer towards more darker shades for your outfit whilst accessorizing with the bold oranges and yellows. Do not forget the light green color. I still think it is a strong contender, as much as fall means the color green is fading away. There are ample amounts of dresses which will look very flattering if you find the right style. DVF’s signature wrap dress in green is a very good example for it. 


You get the idea! We could peruse through plenty of articles and pictures on our computers, phones and magazines. But at the end of the day, the best ideas come from what surrounds you. The Fall season, the way I see it marks not only the holiday season but also the beginning of something we neglect to do, spend time with our loved ones. Although we forget to thank Abraham Lincoln for making Thanksgiving a National Holiday in 1863 at the height of Civil War, we must remember his words on this day. “Heal the wounds of the nation” Especially with all the heart wrenching incidents which have been going on around the world. This Thanksgiving, in all your fall inspired styles, I hope you will take a moment to appreciate the people that surround you. Because what is most important is that we realize today is a gift, that is why we call it present and that is something which we should all be thankful for!